Don’t Forget About Your Google Business Profile

Google Business Profile is a free tool that allows businesses to create and manage their online presence across Google, including search and maps.  Google Business Profiles date back to 2005 and have been called many different things.  Google My Business had the longest run and hung around for about 7 years until 2021 when it transitioned to Google Business Profiles.  Regardless of what Google calls them their intent has always been the same, provide businesses more control over their online presence and at the same time keep that search activity contained within the Google universe, because remember, this is good for Google.

Google Business Profiles listings appear in search results, making it easier for potential customers to find and connect with a business. It also provides companies with insights about how customers find and interact with their listing, as well as the ability to respond to customer reviews and messages. Overall, Google Business Profiles can be a powerful tool for improving a business's online visibility and attracting new customers.

Historically, Google Business Profiles were thought of as a local business tool and enterprise organizations really didn't need to worry about these listings.  That couldn't be further from the truth as it is a simple, effective, and free SEO tactic for all businesses.  As Google continues to refine its Search Generative Experience (SGE - adding AI into Google search results), the data contained in the Google Business Profiles is being sourced by Google for its AI search results.  According to research from BrightEdge, more than a third of SGE results include AI-generated local packs as of January 2024.  So, it's critical to keep this information accurate and updated.

As a quick reminder, here are some best practices for using Google Business Profiles:  

1. Accurate and complete information: Ensure that your business information such as name, address, phone number, website, services, products, categories, menu, and hours of operation are accurate and up to date. Provide as much detail as possible to help potential customers find and learn about your business. 
    
2. High-quality photos: Add high-quality photos on a routine basis (weekly or monthly) that showcase your business, products, and services. Use high-resolution images that accurately represent your brand and help customers understand what you offer. Be sure to utilize captions on photos to help describe to potential customers what they are seeing. 
    
3. Consistent branding: Use consistent branding such as your logo, colors, and messaging across all your online accounts including Google Business Profiles. This helps to build recognition and trust with potential customers. 
    
4. Customer reviews: Establish a review protocol for your company. This could be asking for a review at the bottom of every receipt, email, customer correspondence, etc.  Google reviews on your profile help your company in many ways, so be sure to ask all your customers for them. Then, respond to them, both positive and negative, to show that you value their feedback and are committed to providing excellent customer service. This also helps to build trust and credibility with potential customers. 
    
5. Post regular updates: Post about your business such as new products, services, events, menu specials and offers. This can help keep customers engaged and informed about your business when they do a search. Treat Google Business Profiles just like any other social media website and post consistent content updates whenever possible.  If you write a new blog and post it on LinkedIn, make sure you post that same blog on your Google Business Profile.  It can be a great way to drive additional traffic to your website.
    
6. Monitor performance: The Google Business Profile dashboard provides fantastic insights into how customers are finding and interacting with your business.  You can see how many views, actions, phone calls, direction requests, and website visits your profile generated.  Use this information to optimize your listing and improve your online presence. The information can also provide some guidance for the SEO strategy on your website as well. 

The moral of the story here is that Google Business Profiles are an important part of a solid SEO strategy that should not be overlooked.  Let's not forget about Google AI relying on this information for its Search Generative Experience results, it's an easy step to take to ensure your business is part of the next generation of search.  

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About Jeff Skocir

Jeff Skocir, Trivera's EVP, provides leadership and strategic direction for the development, implementation, and execution of digital marketing plans for Trivera and our clients, as well as working with our partners to help us expand and improve the services and products we offer. Jeff brings over 25 years of Digital Marketing and Advertising experience, working with a diverse group of clients from local small businesses to Fortune 100 companies.

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